EARLIER CAREER WORK · PRIOR ROLE
BRAND AMBASSADOR AND CONTENT WORK FOR VKTRY GEAR.
Before founding Michael Evans Media, Michael was a brand ambassador for VKTRY Gear, a US direct-to-consumer performance-insole brand. This page covers what that role involved. It is earlier career experience, not an MEM client engagement.
ROLE SNAPSHOT
VKTRY GEAR
US direct-to-consumer athletic performance brand.
- Industry
- DTC athletic gear
- Channel
- Direct-to-consumer ecommerce
- Role
- Brand Ambassador
- Format focus
- Reels + product content
- Timing
- Prior role, before MEM
- Focus
- Athlete-led product content
THE ROLE
PRODUCT AS THE HERO.
VKTRY makes a genuinely technical product: performance insoles with real, measurable differences, sold to athletes who care about that. Content for a product like that has to show the gear doing its job, not talk around it.
As a brand ambassador, Michael created social content around the gear in real training settings. Reels were the primary format, and every piece was built to move a viewer from the feed towards the product itself.
THE APPROACH
HOW THE CONTENT WORKED.
01
ATHLETES, NOT INFLUENCERS
The content was built around real athletes wearing the gear in real training, not studio shoots. The product was the hero. The athlete was the proof. It read as earned, not bought, and that is what DTC buyers respond to.
02
REEL-FIRST CONTENT
Reels were the primary asset, not a downstream cut from a static photoshoot: how the gear performs, who it is for, what makes it different.
03
PRODUCT-FRONT CTAS
Every piece of content pointed back to the product. The path from "saw it in the feed" to "on the product page" stayed friction-free, which most ecommerce content breaks by leading with brand instead of product.
04
REACH OVER FOLLOWER COUNTS
The metric that mattered was how many in-market athletes actually saw the product through reels, not follower growth. Reach is what predicts sales. Followers do not.
WHY IT MATTERS NOW
WHAT CARRIED INTO MEM.
This role is where the ecommerce side of MEM's playbook comes from: lead with the product, make reels the primary asset, and give every post one clear job and one clear next step.
It is also where the reporting habit started. Follower counts flatter the account. Reach into an in-market audience is what actually moves product, so that is what MEM measures for clients today.
THE VERIFIED CLIENT RESULTS LIVE HERE.
This page is earlier career experience. For a documented MEM client engagement with real numbers, read the My Place Hair & Beauty case study, or book a free 15-minute strategy call.